Professional Documents
Culture Documents
Schiffman CB10 PPT 06
Schiffman CB10 PPT 06
Consumer Perception
Learning Objectives
1. To Understand the Sensory Dynamics of Perception. 2. To Learn About the Three Elements of Perception. 3. To Understand the Components of Consumer Imagery and Their Strategic Applications.
Perception
The process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world Elements of Perception
Sensation Absolute threshold Differential threshold Subliminal perception
Sensation
Sensation is the immediate and direct response of the sensory organs to stimuli
A stimulus is any unit of input to any of the senses.
The absolute threshold is the lowest level at which an individual can experience a sensation.
Discussion Question
How might a cereal manufacturer such as Kelloggs use the j.n.d. for Frosted Flakes in terms of:
Product decisions Packaging decisions Advertising decisions Sales promotion decisions
Chapter Six Slide 7
Subliminal Perception
Stimuli that are too weak or too brief to be consciously seen or heard
They may be strong enough to be perceived by one or more receptor cells.
Is it effective?
Extensive research has shown no evidence that subliminal advertising can cause behavior changes Some evidence that subliminal stimuli may influence affective reactions
Chapter Six Slide 8
Aspects of Perception
Selection
Organization
Interpretation
Perceptual Selection
Selection Depends Upon:
Includes the products physical attributes, package design, brand name, advertising and more
Motives
Selective Attention
Heightened awareness when stimuli meet their needs Consumers prefer different messages and medium
Perceptual Defense
Screening out of stimuli which are threatening
Perceptual Blocking
Consumers avoid being bombarded by: Tuning out TiVo
Organization
Principles
Figure and ground Grouping Closure
People tend to organize perceptions into figureand-ground relationships. The ground is usually hazy. Marketers usually design so the figure is the noticed stimuli.
Organization
Principles
Figure and ground Grouping Closure People group stimuli to form a unified impression or concept. Grouping helps memory and recall.
Organization
Principles
Figure and ground Grouping Closure
People have a need for closure and organize perceptions to form a complete picture. Will often fill in missing pieces Incomplete messages remembered more than complete
Interpretation
Stereotypes Stereotypes
Physical Appearances Physical Appearances Descriptive Terms Descriptive Terms First Impressions First Impressions Halo Effect Halo Effect
Chapter Six Slide 17
Interpretation
Stereotypes Stereotypes
Physical Appearances Physical Appearances Descriptive Terms Descriptive Terms First Impressions First Impressions Halo Effect Halo Effect
Chapter Six Slide 18
Positive attributes of people they know to those who resemble them Important for model selection
Interpretation
Verbal messages reflect stereotypes
Interpretation
Stereotypes Stereotypes
Physical Appearances Physical Appearances Descriptive Terms Descriptive Terms First Impressions First Impressions Halo Effect Halo Effect
Chapter Six Slide 20
First impressions are lasting The perceiver is trying to determine which stimuli are relevant, important, or predictive
Interpretation
Stereotypes Stereotypes
Physical Appearances Physical Appearances Descriptive Terms Descriptive Terms First Impressions First Impressions Halo Effect Halo Effect
Chapter Six Slide 21
Consumers perceive and evaluate multiple objects based on just one dimension
Product Positioning
Establishing a specific image for a brand in the consumers mind in relation to competing brands Conveys the product in terms of how it fulfills a need Successful positioning creates a distinctive, positive brand image
Perceptual Mapping
An analytical technique that enables marketers to plot graphically consumers perceptions concerning product attributes of specific brands
Positioning of Services
Image is a key factor for services Services often want a differentiated positioning strategy to market several versions of their service to different markets.
Provides Value By
Recognizing and reducing customers perceptions of uncertainty, which the intangible nature of services magnifies
Implemented As
Service guarantees Benefit-driven pricing Flat-rate pricing
Relationship pricing
Encouraging long-term relationships with the company that customers view as beneficial
Efficiency pricing
Sharing with customers the cost Cost-leader pricing savings that the company has achieved by understanding, managing, and reducing the costs of providing the service
29
SERVQUAL scale used to measure gap between customers expectation of service and perceptions of actual service
Price/Quality Relationship
The perception of price as an indicator of product quality (e.g., the higher the price, the higher the perceived quality of the product.)
The Slogan on the Ads Bottom Left Reads Perfection Has Its Price
Clientele
Discounts
Chapter Six Slide 35
Manufacturers Image
Favorable image tied to new product acceptance Companies sponsor community events to enhance images Product and institutional images
Perceived Risk
The degree of uncertainty perceived by the consumer as to the consequences (outcome) of a specific purchase decision Types
Functional Risk Physical Risk Financial Risk Social Risk Psychological Risk Time Risk
Chapter Six Slide 37